Essential Communications is an independent Public Relations agency specialising in the travel retail sector.

Friday, 1 September 2017

Rodenstock targets GTR with renewed Porsche Design license for further ten years

A
company that has been quietly building travel retail distribution for its exclusive
lifestyle brand of men’s sunglasses is about to start making some noise! With a
further 10 years license agreement signed this year for the global development,
production and sale of Porsche Design eyewear, leading manufacturer Rodenstock
(celebrating 140 years in 2017) has an ambitious plan to turn its current 50 specialized
Eyewear airport locations into 400 within
the next three years.

“Porsche Design eyewear is doing very well in Europe where
we’re working with retailers including Dufry, Nuance (Sun Catcher), China Duty
Free Group, Kappe and DFS,” says Rodenstock’s Global Business Manager, Petra
Eckhardt.

“We’re seeing fantastic sell through of various styles
through airport retail, especially where supported with light boxes, our
digital movie, backdrops etc.
Porsche Design is an exclusive lifestyle brand in the high-end men’s
accessories segment, covering a wide range of products such as timepieces,
luggage, fashion accessories and electronics, as well as eyewear.”

“Renowned
for technically inspired products focusing on functional design with and highest
quality, Porsche Design eyewear is perfect for all travel retail regions. We see
excellent growth in domestic markets globally in Asia, the Middle East and
Eastern Europe,” adds Eckhardt. “These markets are a priority for us in travel
retail in 2017/18, along with North America.” Rodenstock has recently appointed
Evelyn Alicea to handle Duty Free Business in the Americas while has active
discussions in place for agents in Asia Pacific.

“With a further 10 years license in front of us, we’re now
really gearing up our travel retail focus. It’s the perfect time for Porsche
Design eyewear and we’re ready to support our retail partner investment with
best-in-class merchandising and display tools, activations and promotional
support. We see potential in all channels of distribution: airport shops,
downtown and border, inflight and cruise. Sunglasses are one of the most
buoyant categories in travel retail and consumers are always looking for new
lifestyle brands. There are fewer choices for men currently than women – therefore
Porsche Design Eyewear fills a market niche with its technically inspired men’s
collection,” adds Eckhardt.

“With
Porsche Design Eyewear, Rodenstock has a compelling offer for travel retail,” continues
Eckhardt. “We’re very excited about how we can work with retailers to build the
sunglasses category within travel retail – a buoyant part of the business that
we can, without question, add to.”